Have a professional, appropriate design that is easy to navigate.>>
Honestly a link to forums are all most people care about.
Have interesting and unique content to keep members interested in returning and particpating.>>
Unless you've been around for a while you're not going to have any interesting and unique content. Syndicating an RSS feed from mmochampion or wowhead like the other million guild sites doesn't count as content.
Have exclusive content on the website like guild information and/or contests for in game items or gold.>>
This isn't bad, have a rundown of your guilds history. Explain your loot polity and any expectations when it comes to showing up for planned events after signing up for them. Contests are better off done in the in game event planner, IMO.
Put your guild application on your website. >>
Unless you're a raiding guild, I don't think this is needed. Raiding guild applications can be hilarious though, we keep our app forums public for that reason.
Be active on the website yourself.>> 99% of our members don't even check the "frontpage" of the site. They know what happens in the guild due to the activity panel in game. The only thing they check are the forums. The main reason we have an actual website and not just forums is a nice public presence.
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Asheron's Call, Harvestgain - Gryphon 12/99-02/06
WoW, Korgath, Horde -
http://gcguild.net/
Accounts of American Servicemen valor are dismissed as propaganda..
...yet accounts of difficulties are heralded as objectivity.